The New World of Coffee Market: there is a lot of money, few things and young people here?

With a lot of money, few things and young people, is there such a fengshui place to open a cafe?

-- campus.

Students with more and more pocket money have good purchasing power; they are not too strict about the products of cafes and even the environment; and this group is the main consumers of coffee in the future.

However, is this coffee business on campus easy to do?

one

Campus cafe, what's the difference?

-- site selection

Yang Zhen, who was busy as soon as he entered the shop, initially opened a cafe out of a feeling that he "wanted to find a habitat here after years of drifting."

The first cafe has been open for a year, and he is already preparing for a second one.

Yang Zhen said he was not worried about students' spending power when choosing the location of the school.

"Today's students are all post-1995 only children, and they are richer than we were when we went to school. There are more and more platforms and open environments to make money, and now parents will try their best to provide better conditions for their children. I don't want to be worse than others."

The school passenger flow is stable, densely populated, with high cultural quality, and has a certain pursuit of taste and style; compared with it, although the flow of people in the business circle is very large, the quality and consumption power are more uncontrollable.

Of course, not every university is suitable. At the beginning of the site selection, Yang Zhen examined the situation of colleges and universities throughout the university town, and only after comparison did he choose the second floor of the commercial street of a school. The rent on the second floor was half cheaper than that on the first floor.

"there are a large number of people in this school. compared with the students' spending power, the key is that the commercial street system is mature, the school consumption places are centralized and complete, and the school management is also very standardized."

When planning to open a second store, Yang Zhen had a new idea and chose an aristocratic school. In addition to the high spending power of students, this school is located in a relatively remote location and has certain scarcity of resources.

-- passenger unit price

Unlike Yang Zhen's meticulous preparation, Yuan Ning's more than 400 Ping Cafe opened by accident.

▲ Yes, the two floors are more than 400flat.

A few years ago, Yuan Ning returned to his alma mater and saw a beautiful two-story house being built by the lake. He rented it after a few words of booing among friends. After consideration, he opened a coffee shop.

But with such a large area, what kind of customer unit price can sell a good flat effect? Yuan Ning handled it very cleverly.

He set three prices on the menu: social price / student price / member price, the student price is about 18 yuan, and the member price is 2-5 yuan lower than the student price.

The way to deal with a member is also very simple. 28 yuan to join a member, get a ring engraved with a cafe logo, as a token with the students, simple and romantic.

-- publicity

In the interview, both shopkeepers were so confident about the popularity of their cafes in the school that "almost no one in the school didn't know."

The promotion of the cafe, Yuan Ning began during the decoration period, as an opportunity to solicit names for the cafe to promote it in the school bar, Weibo and Wechat.

Usually there are activities released like this, since the opening of the store, I have not even printed a flyer, but now young people play QQ accounted for the majority, I am not very good at this, I have been learning.

Yang Zhen's location advantage is also reflected in the publicity, the cafe is located in the school commercial street, the student flow is very large, the location is very conspicuous, almost no publicity, you can know at a glance.

In addition, the school circle is fixed, and the customer group is more concentrated, and the characteristics of closed and open environment are also conducive to the dissemination of information.

-- guidance

Young people are the main consumers of drinks. By opening cafes in colleges and universities, brands can be planted in the hearts of young consumers in advance, so there is no lack of chain brands to enter colleges and universities.

Young people initially accept coffee or cafes, do not form consumption habits and drink coffee taste and accomplishment, is a very good shaping period.

"I hope that students can get in touch with the coffee shop environment in advance and be familiar with this kind of consumption scene, so that he will be more comfortable sitting in a social cafe to do business after graduation." This is the original intention of Yuan Ning to open this cafe.

two

The "talents" and "hidden diseases" of campus cafes

Because of the particularity of the university environment, campus cafes are born with certain advantages and disadvantages.

Advantage 1: part-time work to reduce labor costs

With regard to labor costs, several campus cafes were surveyed and there are three options:

The waiter chooses students to work part-time, but the salary is relatively low, which saves expenses and provides opportunities for students to exercise and work-study.

Only invite 1 or 2 baristas, no waiters, students come to the store for self-service.

There are even cafes that do not even use baristas to train students to learn coffee making part-time.

Advantage 2: have a stable consumer base

In addition to students, colleges and universities also have teachers who do not have to worry about spending power, as well as foreign students and foreign teachers who have coffee drinking habits. In Yang Zhen's cafe, foreign teachers are regular guests.

Advantage 3: objective preferential measures support

In addition, most colleges and universities encourage students to start their own businesses, and cafes are also a good place to talk about projects.

A university in Zhengzhou provides free space for the student team to open a cafe in crowdfunding on campus, following the entrepreneurial cafe model. In addition to daily management, it holds a business salon to attract the attention of the entrepreneurial team, and the profit is also considerable.

Drawback 1: force majeure

Obviously, the biggest drawback of college cafes is that there is a significant reduction in the flow of people during the three months of the annual winter and summer holidays.

Drawback 2: high barriers to entry and strict management

The entry threshold of university cafes is relatively high, and merchants are usually allowed to move in by way of tender. on the one hand, the bidding process requires high requirements for project design, on the other hand, it is easy to bid up the rent and increase the cost of opening a store. sometimes some relationships and channels may be needed.

After entering, there are many conditions for standardization and management, and the degree of freedom is lower than that of the market.

three

The profit of school coffee "has nothing to do with coffee"?

Yuan Ning's 400-odd coffee shop has been open for two years, and although his lover has been complaining about not making money and affecting his normal "just go" life, the situation is gradually improving and can basically make ends meet.

Compared with Yuan Ning, Yang Zhen has been fighting a prepared war from the beginning, with an area of less than 90 square meters and a daily turnover of about 2000 yuan.

Colleges and universities are like a small ecological circle, which has its inherent cycle system and development model. There are many Nuggets here, but if you want to succeed, you need to have unique resources and understand the main needs of such a stable and accurate customer group-consumption and employment.

Matching the two and providing good service is the breakthrough point of the student market, which is obviously noticed by both shopkeepers.

When it comes to future plans, Yuan Ning smiles mysteriously, and then the cafe is not going to make money by selling coffee alone.

Yuan Ning revealed that his next step is to open a chain and build brand endorsement. In the business model, through the docking of resources, to provide students with employment opportunities, as the main profit point.

Yang Zhen's second coffee shop rents a whole floor of more than 270 square meters, of which only 100 square meters, and the extra space is rented to different shopkeepers, creating a whole floor of commercial consumption circle and attracting students to enter.

He also plans to do other industries with the same brand in the university town to create the chain effect of the brand.